Master service marketing strategies and learn how to deliver exceptional customer experiences that drive satisfaction and loyalty. Understand how service quality and relationships impact business success.

This course provides a practical approach to service marketing by combining key frameworks with real-world application. You will explore the unique characteristics of services, including intangibility and variability, and understand how they influence customer expectations and perceptions. You will learn important models such as the Service Marketing Triangle, Goods–Service Continuum, Service Quality Gap Model, and Zone of Tolerance to evaluate and improve service performance. The course also focuses on managing service encounters, identifying service failures, and implementing effective recovery strategies. In addition, you will develop relationship marketing skills to build long-term customer engagement and strengthen brand loyalty in competitive service environments. By the end of the course, you will be able to design high-quality service experiences, improve customer satisfaction, and apply strategic service marketing techniques to support sustainable business growth.